Resumen
Building upon the perspectives of social capital theory, social support, and experience, this study developed a theoretical model to investigate the determinants of subjective well-being on social media. This study also examined the moderating role of experience on the relationship between subjective well-being and social support. Data collected from 267 social media users in Taiwan were used to test the proposed model. Structural equation modeling analysis was used to test the measurement model and the structural model. The findings reveal that receiving online support and providing online support are the key predictors of subjective well-being. Furthermore, social capital positively influences the reception and provision of online support. Finally, providing online support has a significant effect on the subjective well-being of users with low levels of use experience, while receiving online support exerts a stronger influence on the subjective well-being of users with high levels of use experience.